No claim, no gain: Winning your category with irrefutable data
Join this fireside chat with Euromonitor and Colgate-Palmolive to see how credible claims help you drive top-line gains.
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Ilona is a Senior Research Analyst working on food and nutrition industries. She is based in Euromonitor's London office.
Ilona has conducted research and analysis for industries covering pet care, snacks, dairy, meals and fresh food in the UK. She is part of the Dairy Central Project Team and is committed to building further research expertise within the wider food industry. Prior to joining Euromonitor, Ilona received her bachelor's degree in Hospitality Management from EHL Hospitality Business School, with prior internship experience as an investment analyst.
Join this fireside chat with Euromonitor and Colgate-Palmolive to see how credible claims help you drive top-line gains.
High protein is the widest-diffusing functional claim of the last decade in food and drink, and the cautionary tale attached to it is now visible in the numbers. Full diffusion delivered tonnage but eroded margin. Fibre is the next claim on that road, and its slower, more conditional climb is not a weakness – handled well, it is what will protect its pricing power.
Dairy is moving from premiumisation to mass-premiumisation. Brands must deliver affordable quality that retains mainstream consumers and drives value, making price more decisive than before.